Uptempo Buys MMM Specialist OptiMine

In the US, marketing performance platform Uptempo has acquired agile marketing measurement and optimization software firm OptiMine. Terms were not disclosed.

Uptempo provides a unified performance management platform bringing together budgeting and compliance rules and data with real-time performance tracking, giving enterprise marketing teams a 'clear, compliant, and actionable' view of their budgeting and spend activities.

OptiMine's advanced Marketing Mix Modeling (MMM) capabilities promise data on the contribution of every ad, across channels, to financial performance. The acquisition adds these to Uptempo's analysis tools, allowing its clients 'to manage, measure and optimize performance with greater precision and accuracy.' According to OptiMine CEO Matt Voda: 'Our mission has always been to deliver cutting-edge measurement solutions. We're thrilled about this partnership, which allows us to integrate our innovative, industry-leading analytics into a comprehensive marketing performance management platform, unlocking significant value for our clients.'

Adrian Tuck, CEO of Uptempo, comments: 'Marketing leaders today grapple with intricate challenges - harnessing vast data, adapting to AI advancements, meeting evolving consumer demands, and overcoming measurement and optimization obstacles. Our comprehensive Marketing Performance Platform empowers brands to tackle these complexities with data-driven insights that support the speed of innovation to ensure reliable growth. We're excited to add OptiMine's MMM capabilities and analytics to our expanding solution.'

Web sites: www.optimine.com and www.uptempo.io .